---

Marketing Campaign Brief: CRM Feature Launch

Campaign Type: Product Launch - B2B SaaS Feature
Date: December 3, 2025
Owner: Product Marketing Manager
Timeline: 60 days
Version: 1.0

Executive Summary

60-day product launch campaign targeting 150 qualified leads and 30 demos for new CRM feature with $15k budget. Multi-channel B2B strategy leveraging email marketing, LinkedIn ads, and educational webinar to reach sales teams at SMBs. “Sales Intelligence Built In” messaging emphasizes automation, simplicity, and faster deal velocity.

---

Campaign Objectives

Primary Objective: Generate 150 qualified marketing leads (MQLs)

• Metric: Form submissions from sales managers/directors at SMBs
• Target: 150 leads (average 37 per two weeks, 2.5 per day)
• Timeframe: 60 days from launch

Secondary Objectives:

1. Demo bookings: Secure 30 product demos with qualified prospects
2. Email engagement: Achieve 28% open rate and 6% CTR on outreach emails
3. Webinar attendance: 100 registrations, 45 live attendees (45% show rate)
4. Cost efficiency: Maintain CPL under $100 ($15k budget / 150 leads)

---

Target Audience Profile

Primary Persona: Sales Team Leaders at SMBs

Demographics:

• Role: Sales Manager, Director of Sales, VP Sales, Head of Revenue
• Company size: 10-200 employees
• Industry: Professional services, technology, manufacturing, wholesale/distribution
• Team size: Managing 3-15 sales reps

Pain Points:

• CRM adoption and usage is inconsistent across their team
• Manual data entry reduces selling time
• Lack of visibility into pipeline health and deal progress
• Reporting is time-consuming and often inaccurate
• Existing CRM feels overly complex or under-powered

Motivations:

• Increase team productivity and reduce admin work
• Get real-time pipeline visibility for accurate forecasting
• Improve win rates with better deal intelligence
• Reduce CRM training time for new hires
• Justify CRM investment with measurable ROI

Media Consumption:

• Active on LinkedIn (daily for professional content)
• Subscribes to sales and business newsletters
• Attends webinars for sales enablement and tools
• Reads sales blogs and listens to sales podcasts

Key Messaging Angles:

• Time savings: “Free your team from CRM busywork”
• Intelligence: “Built-in insights that help reps close faster”
• Simplicity: “The CRM feature your team will actually use”
• Results: “Measurable lift in pipeline velocity and win rates”

---

Messaging Framework

Campaign Theme: “Sales Intelligence Built In”

Core Value Proposition:
“Give your sales team the CRM intelligence they need to close faster - automated insights, zero busywork, built right into your workflow.”

Key Messages:

1. Automated Intelligence: AI-powered deal scoring, next-best-action recommendations, and risk alerts without manual input
2. Zero Busywork: Automatic activity capture from email and calendar eliminates manual CRM updates
3. Pipeline Clarity: Real-time dashboards and forecasts give managers instant visibility across all deals
4. Fast Adoption: Intuitive interface requires minimal training, reps productive from day one

Supporting Proof Points:

• “Teams save 5 hours per rep per week on CRM admin” (time tracking study)
• “30% improvement in forecast accuracy” (customer benchmark data)
• “Reps adopt in under 2 hours” (onboarding metrics)
• “Integration with Gmail, Outlook, Slack, and 40+ tools” (compatibility)

Primary CTA: “Book Your Demo”
Secondary CTAs: “Watch Product Tour”, “Join Webinar”, “Download Buyer’s Guide”

Tone & Voice:

• Professional and results-focused
• Empathetic to sales leader pain points
• Emphasis on measurable outcomes and ROI
• Straightforward, no hype

---

Channel Strategy & Deliverables

Email Marketing (Budget: $1,500 | Effort: 3 days)

Audience: Targeted list of 5,000 SMB sales leaders (purchased + existing contacts)

Deliverables:

1. Teaser campaign (2 emails, 200 words each) - Weeks 1-2
2. Launch announcement (1 email, 300 words) - Week 3
3. Feature deep-dive series (3 emails, 250 words each) - Weeks 4-6
4. Webinar invitation sequence (2 emails) - Weeks 5-6
5. Demo booking nurture (2 emails for engaged non-converters) - Weeks 7-8

Specifications: Plain text or minimal HTML for B2B authenticity, personalized sender name, A/B test subject lines

LinkedIn Advertising (Budget: $10,000 | Effort: 4 days)

Campaign Types: Sponsored Content + Message Ads

Deliverables:

1. Sponsored content ads - 5 variations (1200x628px) with carousel showcase of key features
2. Video ad - 60-second product demo highlight reel (1:1 format)
3. Message ads - 3 personalized variations (max 1,000 characters) offering demo
4. Lead gen forms - LinkedIn native lead forms for frictionless conversion
5. Retargeting ads - 3 variations targeting website visitors and video viewers

Targeting: Job titles (Sales Manager, Director/VP Sales, Head of Sales), company size (10-200 employees), industries (Technology, Professional Services, Manufacturing)

Budget Allocation: $7,000 Sponsored Content, $3,000 Message Ads

Timeline: Weeks 2-9 (continuous optimization)

Educational Webinar (Budget: $1,500 | Effort: 5 days)

Platform: Zoom Webinar + ON24 (for better engagement tracking)

Deliverables:

1. Landing page - Registration page with speaker bios, 400 words
2. Presentation deck - 35 slides with live product demo and customer case study
3. Promotion plan - Email sequence, LinkedIn ads, organic social
4. Follow-up sequence - 3 emails (attendees, no-shows, registrants)
5. On-demand recording - Gated asset for ongoing lead generation

Topic: “The Modern CRM for Sales Teams: 3 Features That Drive Revenue”
Date: Week 6 (mid-campaign)
Format: 40-min presentation (product overview + demo + case study) + 20-min live Q&A

Supporting Assets (Budget: $2,000 | Effort: 4 days)

Production: Video production + design contractor

Deliverables:

1. Product demo video - 3-minute walkthrough of core features for landing page
2. Customer testimonial video - 90-second case study with metrics
3. Landing page - Dedicated feature page with demo booking CTA
4. Buyer’s guide PDF - “5 Must-Have CRM Features for Growing Sales Teams” (8 pages)
5. Battle card - Competitive comparison sheet (internal sales enablement)

---

Campaign Timeline

Weeks 1-2 (Pre-Launch): Dec 3-16

• Mon-Wed: Finalize brief and secure stakeholder alignment
• Thu-Fri: Begin creative production (ads, emails, landing page)
• Week 2: Launch teaser email campaign to warm up audience
• Deliverable: Teaser emails sent, creative 80% complete

Weeks 3-4 (Launch): Dec 17-30

• Mon: All assets finalized and approved
• Tue: Campaign launch day - email blast, LinkedIn ads go live, landing page published
• Wed-Fri: Daily performance monitoring and initial optimizations
• Week 4: Feature deep-dive email #1, optimize ad targeting based on early data
• Deliverable: Full campaign live across all channels

Weeks 5-6 (Mid-Campaign): Dec 31 - Jan 13

• Week 5: Feature deep-dive emails #2-3, webinar promotion begins
• Mon: Increase LinkedIn ad budget for top-performing variations
• Week 6: Webinar event (target: 100 reg, 45 attend)
• Thu: Post-webinar follow-up sequence deployed
• Deliverable: Webinar executed, engaged leads nurtured

Weeks 7-8 (Final Push): Jan 14-27

• Mon: Performance review, identify engaged non-converters
• Wed: Demo booking nurture emails to engaged leads
• Fri: LinkedIn Message Ads intensify for demo bookings
• Week 8: Campaign winds down, shift to retargeting only
• Deliverable: Final lead generation push, engagement maximized

Week 9 (Post-Campaign): Jan 28 - Feb 3

• Mon-Wed: Compile results, analyze channel performance
• Thu: Stakeholder debrief with recommendations
• Fri: Campaign performance report and leads handed to sales
• Deliverable: Full campaign analysis and qualified leads delivered

---

Budget Allocation

Category	Channel/Activity	Amount	% of Total
Paid Media	LinkedIn Ads (Sponsored + Message)	$10,000	67%
Email Marketing	List acquisition + platform	$1,500	10%
Webinar	Platform license + promotion	$1,500	10%
Creative Production	Video + design contractor	$2,000	13%
Total		$15,000	100%

Notes:

• Landing page built on existing marketing site (no additional platform cost)
• LinkedIn Lead Gen forms reduce friction and improve conversion
• Webinar recording becomes gated asset for ongoing lead gen
• Assumes contractor rate of $85-110/hr for video and design

---

Success Metrics & Reporting

Primary KPI: 150 qualified marketing leads (MQLs)

Channel-Level Metrics:

• Email: Open rate, CTR, conversion rate, lead quality score
• LinkedIn Ads: Impressions, CTR, CPC, CPL, lead form completion rate
• Webinar: Registrations, attendance rate, post-webinar demo bookings, engagement score
• Landing Page: Traffic sources, conversion rate, time on page

Reporting Cadence:

• Daily: LinkedIn ad dashboard review (Marketing Manager)
• Weekly: Cross-channel performance summary to stakeholders (email)
• Bi-weekly: Sales feedback on lead quality and follow-up results
• End of Campaign: Comprehensive performance report with ROI analysis and recommendations

Success Thresholds:

• On Track: 37+ leads per two weeks (150 total pace), 7+ demos per two weeks
• Needs Attention: 25-36 leads per two weeks (adjust targeting or creative)
• Critical: <25 leads per two weeks (major strategy pivot, increase budget on top channel)

---

Stakeholder Roles & Responsibilities

Role	Name	Responsibilities
Campaign Manager	Product Marketing Manager	Campaign strategy, execution oversight, stakeholder communication, reporting
Demand Gen Lead	Marketing Manager	LinkedIn ad setup, optimization, budget management, lead scoring
Content Lead	Content Marketing Manager	Email copy, webinar script, landing page content, buyer’s guide
Design Lead	Marketing Designer	Ad creative, landing page design, webinar slides, video coordination
Sales Enablement	Sales Manager	Lead qualification criteria, demo booking process, battle card input, sales feedback loop
Product Marketing	VP Product Marketing	Messaging approval, competitive positioning, executive stakeholder updates

Communication:

• Daily standups: Campaign Manager + Demand Gen Lead (async Slack)
• Weekly check-ins: Full marketing team, Wednesdays 10am (45 minutes)
• Bi-weekly sales sync: Marketing + Sales leadership, review lead quality and conversion rates
• Escalation path: Campaign Manager -> VP Product Marketing for budget or strategy changes

---

Risks & Mitigation

Risk	Impact	Mitigation
LinkedIn ads underperform	High	Daily monitoring, shift budget to Message Ads if Sponsored Content lags, refresh creative Week 4
Low email engagement	Medium	A/B test subject lines, personalize sender, segment by industry, try plain-text format
Poor lead quality	High	Tighten targeting criteria, add qualifying questions to forms, sales feedback loop Week 3
Webinar low attendance	Medium	Multi-channel promotion, 3-reminder cadence, offer on-demand version, incentivize attendance
Landing page conversion issues	High	A/B test headlines and CTAs, simplify form fields, add customer testimonials and trust signals
Sales follow-up delays	Medium	Pre-align on SLA (24-hour response), automate lead routing, provide pre-written outreach templates

---

Next Steps

1. Immediate (This Week):

   • Secure final budget approval and stakeholder sign-off
   • Kickoff meeting with creative and demand gen teams
   • Finalize LinkedIn targeting parameters and ad account setup
   • Select webinar date and set up registration page

2. Weeks 1-2:

   • Complete video production and ad creative
   • Write and schedule full email sequence
   • Build and QA landing page with demo booking form
   • Set up tracking pixels, UTM parameters, and analytics dashboards
   • Launch teaser email campaign

3. Week 3:

   • Launch full campaign (email, LinkedIn ads, landing page)
   • Begin daily performance monitoring and optimization
   • Establish sales feedback loop for lead quality assessment

---

Document Owner: Product Marketing Manager
Last Updated: December 3, 2025
Campaign End Date: February 3, 2026
Next Review: February 6, 2026 (post-campaign debrief)